Nordic Nasdaq-listed European online gambling group LeoVegas AB has continued its brand expansion within the UK market, by announcing that it has secured a three-year ‘Principal Partnership’ deal with Norwich City FC.

Seeking to promote its online casino and sports betting products, LeoVegas brands will be displayed on Norwich City’s match day shirts, as well as on the football club’s season training kit. The high coverage ‘Principal Partnership’ will also see LeoVegas secure prominent branding positions within the club’s Carrow Road Stadium (28,000).

Norwich City Managing Director Steve Stone welcomed LeoVegas as new Principal Sponsors: “We are delighted to welcome LeoVegas as our Principal Partner for the next three seasons, and as such they are making a vital commitment to Norwich City.”

“It has been a positive summer for the Club commercially, and this lucrative partnership with LeoVegas will generate vital income into Norwich City,” he continued. “We very much look forward to working with them for the next three seasons.”

LeoVegas has outlined its commitment to growing its presence within the saturated UK betting market this summer. Last week, the Malta-based firm announced its first ever football sponsorship with West London Championship football club Brentford FC.

Jon Sinclair, Head of LeoVegas UK, said: “We’re very excited to be partnering with Norwich City, and this is a deal that cements LeoVegas’ presence in UK sport. We’re delighted to be working alongside the Canaries at the start of an exciting new era both on and off the pitch, and can’t wait for the new season to get started.”

Norwich City marketing detailed that the club’s new season 2107/18 football shirt with LeoVegas branding would be available on 1 July.